They should have known better.

Eighty miles short of a winning program, the Coca-Cola team exited Interstate 70.

And when its members asked the question, no one knew quite what to say: Lawrence? A football town?

Not in the land of Naismith.

The Coca-Cola search for “Football Town USA” landed Saturday at Memorial Stadium armed with video cameras and microphones. With plans to build a 2003 commercial around real fans saying real things, Coke gave Kansas University football supporters 15 seconds to say or show why Lawrence is a great football town.

But it soon became clear that when it comes to Kansas towns, The Real Thing had the wrong one.

Each stop averages about 200 auditions, but one-third of the way into Saturday’s visit, Roman Blahoski guessed that about 10 people had stepped up on the makeshift stage.

“We’re trying to capture at least something from every town, so the odds are pretty good right now,” said the campaign’s public relations manager.

Jason Purinton, Lawrence, and his duet partner, Buddy, try to impress the judges of Coca-Cola's search for Football Town USA with their rendition of the Rock Chalk chant. At Saturday's game at Memorial Stadium, Kansas University fans auditioned for a Coca-Cola commercial by telling the cameras why Lawrence is Football Town USA.

No doubt the small crowd – only about 27,500 attended KU’s last game – limited fan comments. But more than that it was the Jayhawks’ record on the field vs. its standout performances on the court that drew skepticism.

“Why lie to the people?” asked Wichita resident Danielle McBride.

Added her friend Joe Fletcher, also of Wichita: “We’re going to get up there and say, ‘Chiefs.'”

Blahoski couldn’t explain why Lawrence had been put on the roster of 50 towns with college and professional football teams.

But, he pointed out, a bad team sometimes means better comments from fans who have to try extra hard to stay upbeat.

“It really amazes me to see how enthusiastic the fans are,” he said, remembering an 80-year-old Indianapolis woman who got on stage and sang “Who let the dogs out.”

Local fans tried just as hard – or harder – to get their struggling team some recognition.

A ticket holder since 1961, Gary Shofner, Topeka, did a touchdown dance.

Jason Purinton, Lawrence, sang the Rock Chalk chant with his dog Buddy.

¢ Coca Cola Football Town USA

And members of the KU spirit squad said it best:

“Lawrence is Football Town USA because we have great fans, a great stadium and we love our basketball team even more.”